Guerilla marketing is best for achieving big results (if done right) with little money. By definition, it is “the unconventional system of promotions that relies on time, energy and imagination rather than a big marketing budget” (Wikipedia). With that in mind, how can one make the best of postcards while still achieving the results they desire?
Parking lots- Think of where your prospects would go on their leisure time. This makes it possible to blanket an entire area with your branding while easily getting your attention.
Events- Think of local events that are going on in your community. Is there a certain event your specific demographic would be likely to attend? If so, call the organizers if you can work something out by handing out postcards of your business.
Street Corners- Mostly applicable to urban environments, handing out postcards on street corners is another option. To stand out amongst the crowd where something outlandish that will create attention and have people wanting grab a brochure.
Time of the Month- Think of something that goes hand in hand with your event. Is it a specific holiday? Then create a strategy which blankets an entire region with postcards. Perhaps set up a team to hand out postcards, or flood a popular intersection with your postcards.
Nowadays, there are lots of new modern technologies available to help you get even more out of your direct-mail marketing program. By these I mean customizable mailers, data mining and more, but the idea behind the marketing pieces are the same. You still have to create a powerful offer, you still have to attract the reader’s emotions in some way, and you still need to establish a clear sales path, before you send your first letter or postcard.
Postcards marketing have proven profitable for a wide variety of company’s selling an even wider array of products and services. The flexibility of postcards allows them to be adapted for almost any guerrilla marketing purpose. Like with many other forms of marketing, postcard has its own set of best procedures. I hope after reading this article you have a clear picture to some of those practices, and I wish you the best in your direct mail marketing.
In the end, guerrilla marketing is just as successful as you make it. Instead of budget, marketers in these segments rely on time and energy. So be sure to fully develop a plan that makes the best use of your time.
Melanie Turner is a Business student at Columbia University. She is also a Researcher at Deloitte Consulting where she works with expert marketing teams on Fortune 500 clients. As a growing expert in the field of marketing, Melanie aims to provide insights and resources to Small Businesses.